Marketing strategies fall into two distinct categories – Above the Line (ATL) and Below the Line (BTL) activities.

ATL marketing is all about reaching out to potential customers through various promotions. The activities undertaken are usually untargeted, meaning they aim to reach as many people as possible. The goal is to increase awareness of the product and encourage customers to visit stores and make a purchase. This type of marketing is helpful for companies who want to reach a large audience and build brand recognition.

BTL activities are more narrowly focused than ATL activities, meaning they are directed towards specific groups of customers rather than a wider, more general audience. They are highly targeted, with advertisements being created by taking into account the demographic and psychographic characteristics of particular customer segments.